{"id":11177,"date":"2022-07-14T07:00:00","date_gmt":"2022-07-14T15:00:00","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=11177"},"modified":"2022-07-12T09:36:41","modified_gmt":"2022-07-12T17:36:41","slug":"all-about-shrinkflation-and-its-impact","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/all-about-shrinkflation-and-its-impact\/","title":{"rendered":"All About Shrinkflation and Its Impact"},"content":{"rendered":"\n<p class=\"has-drop-cap\">As retail costs balloon, certain products deflate.<\/p>\n\n\n\n<p>Across retail categories, more manufacturers are making products smaller to offset rising costs, a practice called shrinkflation, or downsizing.<br><br>Retail costs keep climbing, as U.S. inflation hit its highest one-year price hike in more than 40 years in March 2022. Global supply chain disruption has made raw materials, labor, and freight more expensive. Costly omnichannel investments, product returns, and sustainability efforts also add financial pressure.\u00a0<br><br>That\u2019s why consumer packaged goods (CPG) suppliers are now scrambling to cut back somewhere. Shrinkflation helps brands save some money\u2014and keep prices stable\u2014by slightly reducing the amount or weight of their goods.<br><br>Let\u2019s examine what shrinkflation looks like and how it affects brands, retailers, and consumers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Household staples shrink<\/strong><\/h2>\n\n\n\n<p>Recently, several popular CPG brands exhibited signs of shrinkflation across the food and beverage, personal care, and pharmacy categories:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.foodandwine.com\/news\/food-shrinkflation-doritos-gatorade\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Doritos<\/strong><\/a> bags fell in weight from 9.75 ounces to 9.25, equivalent to five fewer chips, and parent Frito-Lay cited inflation\u00a0<\/li><li><a href=\"https:\/\/www.forbes.com\/advisor\/personal-finance\/what-is-shrinkflation\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Aleve<\/strong><\/a> pain relief pills have decreased from 100 caplets per bottle to 90<\/li><li><a href=\"https:\/\/www.aarp.org\/money\/budgeting-saving\/info-2022\/shrinkflation-same-price-less-product.html\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Cottonelle<\/strong><\/a> toilet paper mega rolls shrank from 340 one-ply sheets per roll to 312\u00a0<\/li><li><a href=\"https:\/\/www.foodandwine.com\/news\/food-shrinkflation-doritos-gatorade\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Gatorade<\/strong><\/a> bottles decreased in size from 32 fluid ounces to 28. The brand called the new packaging more aerodynamic and easier to grab<\/li><li><a href=\"https:\/\/www.aarp.org\/money\/budgeting-saving\/info-2022\/shrinkflation-same-price-less-product.html\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Pantene<\/strong><\/a><strong> <\/strong>changed its conditioner packaging format from a bottle to a tube while shedding 1.6 fluid ounces\u00a0<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Brands defend shrinkflation<\/strong><\/h2>\n\n\n\n<p>Shrinkflation has increased public scrutiny of CPG brands, including real-time observations on <a href=\"https:\/\/www.reddit.com\/r\/shrinkflation\/\" target=\"_blank\" rel=\"noreferrer noopener\">reddit<\/a>. In response, most CPG brands defend their use of shrinkflation as a business necessity to adapt to soaring inflation. They emphasize that shrinkflation is far more palatable than resorting to price hikes to keep product sizes stable.<br><br>Additional reasons brands cite for shrinkflation relate to social good, including environmental friendliness, offering consumers more variety, and improving product quality. For instance, General Mills\u2019 spokesperson said shrinkflation helps the brand fit more products into trucks, necessitating fewer trucks and <a href=\"https:\/\/www.npr.org\/sections\/money\/2021\/07\/06\/1012409112\/beware-of-shrinkflation-inflations-devious-cousin\" target=\"_blank\" rel=\"noreferrer noopener\">reducing fuel emissions<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Retailers respond to market shifts<\/strong><\/h2>\n\n\n\n<p>Retailers have responded to broader market factors by reducing their own expenses, ordering less merchandise, and adding new fees. Yet retailers may not be able to avoid shrinkflation. The practice is legal as long as the product is clearly and accurately labeled. For transparency, most grocery stores are required to list the unit price to inform consumers how much weight they are getting for their money.<br><br>To catch shrinkflation, retailers can proactively ask suppliers to inform them of their shrinkflation strategies. Retailers can also confront suppliers that reduce product sizing while simultaneously increasing prices, which boosts the risk of customer dissatisfaction. Retailers must anticipate customer pushback regarding shrinkflation, and weigh its effect on their assortment and pricing strategies.<br><br>Notably, shrinkflation gives retailers a timely opportunity to fuel private label growth by adding more store brands to their assortments. Positioning private labels as quality, affordable alternatives can drive retailers\u2019 sales during this inflationary period by offering better value for money.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Consumers show frustration, resilience<\/strong><\/h2>\n\n\n\n<p>Rising inflation has made more consumers price-conscious, as their money no longer stretches as far. Everyday essentials like gas, grocery, and pharmacy goods now cost more. Add in shrinkflation, and consumers are understandably frustrated to pay the same as before for less product. Shrinkflation is an even bigger concern for lower income shoppers and retirees who have fixed budgets.<br><br>Yet most consumers reasonably yet reluctantly accept shrinkflation as the cost of doing business. More shoppers are shifting their habits by buying less or choosing more value-tier (vs. mid-range or premium) goods and private labels.<br><br>Consumers increasingly pay attention to a product\u2019s unit price, rather than its retail price, to know how much weight of a product they get for the price. They also forego pre-packaged goods by buying foods in bulk.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Shrinking goods without eroding goodwill<\/strong><\/h2>\n\n\n\n<p>Overall, shrinkflation has allowed CPG suppliers to keep prices stable despite today\u2019s challenging<strong> <\/strong>economic reality. Yet many consumers resent retail\u2019s great disappearing act. Now retailers and brands must prepare for consumers\u2019 new pragmatic shopping habits as both products and their wallets feel lighter amid rising inflation.\u00a0<\/p>\n\n\n\n<p>*Note: This article was originally published by <a href=\"https:\/\/www.massmarketretailers.com\/shrinkflation-affects-manufacturers-retailers-and-consumers\/\" target=\"_blank\" rel=\"noreferrer noopener\">Mass Market Retailer<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn how skrinkflation affects brands, retailers, and consumers as more manufacturers make products smaller to offset rising costs.<\/p>\n","protected":false},"author":15,"featured_media":11178,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[481],"tags":[38,471,37,28,3079,2762,36,245,30,32,44,163,3162,3163,27,26,897,2246],"class_list":["post-11177","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-trends","tag-consumer-goods","tag-consumer-packaged-goods","tag-cpg","tag-entrepreneurship","tag-global-impact","tag-inflation","tag-innovation","tag-private-label","tag-rangeme","tag-retail","tag-retail-trends","tag-retailers","tag-rising-prices","tag-shrinkflation","tag-small-business","tag-supplier","tag-supply-chain-disruptions","tag-value-shopping"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>All About Shrinkflation and Its Impact - The RangeMe Blog<\/title>\n<meta name=\"description\" content=\"Learn how skrinkflation affects brands, retailers, and consumers as more manufacturers make products smaller to offset rising costs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rangeme.com\/blog\/all-about-shrinkflation-and-its-impact\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"All About Shrinkflation and Its Impact - The RangeMe Blog\" \/>\n<meta property=\"og:description\" content=\"Learn how skrinkflation affects brands, retailers, and consumers as more manufacturers make products smaller to offset rising costs.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.rangeme.com\/blog\/all-about-shrinkflation-and-its-impact\/\" \/>\n<meta property=\"og:site_name\" content=\"The RangeMe Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/rangeme\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-07-14T15:00:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2022-07-12-at-8.12.04-AM.png?auto=format%2Ccompress&fit=crop\" \/>\n\t<meta property=\"og:image:width\" content=\"1138\" \/>\n\t<meta property=\"og:image:height\" content=\"758\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Lisa Goller\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/strategicwords\" \/>\n<meta name=\"twitter:site\" content=\"@Range_Me\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lisa Goller\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/all-about-shrinkflation-and-its-impact\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/all-about-shrinkflation-and-its-impact\\\/\"},\"author\":{\"name\":\"Lisa Goller\",\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/#\\\/schema\\\/person\\\/eaa20c5c00c725c9c5154455a0e78621\"},\"headline\":\"All About Shrinkflation and Its Impact\",\"datePublished\":\"2022-07-14T15:00:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/all-about-shrinkflation-and-its-impact\\\/\"},\"wordCount\":686,\"image\":{\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/all-about-shrinkflation-and-its-impact\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rangeme-blog-images.imgix.net\\\/blog\\\/wp-content\\\/uploads\\\/Screen-Shot-2022-07-12-at-8.12.04-AM.png?auto=format%2Ccompress&fit=crop\",\"keywords\":[\"consumer goods\",\"consumer packaged goods\",\"cpg\",\"Entrepreneurship\",\"global impact\",\"inflation\",\"innovation\",\"private label\",\"RangeMe\",\"retail\",\"retail trends\",\"retailers\",\"rising prices\",\"shrinkflation\",\"Small Business\",\"Supplier\",\"supply chain disruptions\",\"value shopping\"],\"articleSection\":[\"Industry Trends\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/all-about-shrinkflation-and-its-impact\\\/\",\"url\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/all-about-shrinkflation-and-its-impact\\\/\",\"name\":\"All About Shrinkflation and Its Impact - The RangeMe Blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/all-about-shrinkflation-and-its-impact\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/all-about-shrinkflation-and-its-impact\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rangeme-blog-images.imgix.net\\\/blog\\\/wp-content\\\/uploads\\\/Screen-Shot-2022-07-12-at-8.12.04-AM.png?auto=format%2Ccompress&fit=crop\",\"datePublished\":\"2022-07-14T15:00:00+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/#\\\/schema\\\/person\\\/eaa20c5c00c725c9c5154455a0e78621\"},\"description\":\"Learn how skrinkflation affects brands, retailers, and consumers as more manufacturers make products smaller to offset rising costs.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/all-about-shrinkflation-and-its-impact\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/all-about-shrinkflation-and-its-impact\\\/#primaryimage\",\"url\":\"https:\\\/\\\/rangeme-blog-images.imgix.net\\\/blog\\\/wp-content\\\/uploads\\\/Screen-Shot-2022-07-12-at-8.12.04-AM.png?auto=format%2Ccompress&fit=crop\",\"contentUrl\":\"https:\\\/\\\/rangeme-blog-images.imgix.net\\\/blog\\\/wp-content\\\/uploads\\\/Screen-Shot-2022-07-12-at-8.12.04-AM.png?auto=format%2Ccompress&fit=crop\",\"width\":1138,\"height\":758,\"caption\":\"What is Shrinkflation?\"},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/\",\"name\":\"The RangeMe Blog\",\"description\":\"The RangeMe blog. A blog for suppliers, retail buyers, and service providers to learn about CPG trends, retail best practices, and how to grow your business.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/#\\\/schema\\\/person\\\/eaa20c5c00c725c9c5154455a0e78621\",\"name\":\"Lisa Goller\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/1c63488a33388f228eaa2e122667eb734c331c1379ddf5ab9a1e9e5d9d914057?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/1c63488a33388f228eaa2e122667eb734c331c1379ddf5ab9a1e9e5d9d914057?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/1c63488a33388f228eaa2e122667eb734c331c1379ddf5ab9a1e9e5d9d914057?s=96&d=mm&r=g\",\"caption\":\"Lisa Goller\"},\"description\":\"Lisa Goller is a marketing and communications professional with over 20 years of experience serving retail, consumer goods, B2B and technology companies. She helps businesses tell their story through irresistible content marketing and strategic communications.\",\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/lisagoller\",\"https:\\\/\\\/x.com\\\/https:\\\/\\\/twitter.com\\\/strategicwords\"],\"url\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/author\\\/lisag\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"All About Shrinkflation and Its Impact - The RangeMe Blog","description":"Learn how skrinkflation affects brands, retailers, and consumers as more manufacturers make products smaller to offset rising costs.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.rangeme.com\/blog\/all-about-shrinkflation-and-its-impact\/","og_locale":"en_US","og_type":"article","og_title":"All About Shrinkflation and Its Impact - The RangeMe Blog","og_description":"Learn how skrinkflation affects brands, retailers, and consumers as more manufacturers make products smaller to offset rising costs.","og_url":"https:\/\/www.rangeme.com\/blog\/all-about-shrinkflation-and-its-impact\/","og_site_name":"The RangeMe Blog","article_publisher":"https:\/\/www.facebook.com\/rangeme\/","article_published_time":"2022-07-14T15:00:00+00:00","og_image":[{"width":1138,"height":758,"url":"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2022-07-12-at-8.12.04-AM.png?auto=format%2Ccompress&fit=crop","type":"image\/png"}],"author":"Lisa Goller","twitter_card":"summary_large_image","twitter_creator":"@https:\/\/twitter.com\/strategicwords","twitter_site":"@Range_Me","twitter_misc":{"Written by":"Lisa Goller","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.rangeme.com\/blog\/all-about-shrinkflation-and-its-impact\/#article","isPartOf":{"@id":"https:\/\/www.rangeme.com\/blog\/all-about-shrinkflation-and-its-impact\/"},"author":{"name":"Lisa Goller","@id":"https:\/\/www.rangeme.com\/blog\/#\/schema\/person\/eaa20c5c00c725c9c5154455a0e78621"},"headline":"All About Shrinkflation and Its Impact","datePublished":"2022-07-14T15:00:00+00:00","mainEntityOfPage":{"@id":"https:\/\/www.rangeme.com\/blog\/all-about-shrinkflation-and-its-impact\/"},"wordCount":686,"image":{"@id":"https:\/\/www.rangeme.com\/blog\/all-about-shrinkflation-and-its-impact\/#primaryimage"},"thumbnailUrl":"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2022-07-12-at-8.12.04-AM.png?auto=format%2Ccompress&fit=crop","keywords":["consumer goods","consumer packaged goods","cpg","Entrepreneurship","global impact","inflation","innovation","private label","RangeMe","retail","retail trends","retailers","rising prices","shrinkflation","Small Business","Supplier","supply chain disruptions","value shopping"],"articleSection":["Industry Trends"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.rangeme.com\/blog\/all-about-shrinkflation-and-its-impact\/","url":"https:\/\/www.rangeme.com\/blog\/all-about-shrinkflation-and-its-impact\/","name":"All About Shrinkflation and Its Impact - The RangeMe Blog","isPartOf":{"@id":"https:\/\/www.rangeme.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.rangeme.com\/blog\/all-about-shrinkflation-and-its-impact\/#primaryimage"},"image":{"@id":"https:\/\/www.rangeme.com\/blog\/all-about-shrinkflation-and-its-impact\/#primaryimage"},"thumbnailUrl":"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2022-07-12-at-8.12.04-AM.png?auto=format%2Ccompress&fit=crop","datePublished":"2022-07-14T15:00:00+00:00","author":{"@id":"https:\/\/www.rangeme.com\/blog\/#\/schema\/person\/eaa20c5c00c725c9c5154455a0e78621"},"description":"Learn how skrinkflation affects brands, retailers, and consumers as more manufacturers make products smaller to offset rising costs.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.rangeme.com\/blog\/all-about-shrinkflation-and-its-impact\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.rangeme.com\/blog\/all-about-shrinkflation-and-its-impact\/#primaryimage","url":"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2022-07-12-at-8.12.04-AM.png?auto=format%2Ccompress&fit=crop","contentUrl":"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2022-07-12-at-8.12.04-AM.png?auto=format%2Ccompress&fit=crop","width":1138,"height":758,"caption":"What is Shrinkflation?"},{"@type":"WebSite","@id":"https:\/\/www.rangeme.com\/blog\/#website","url":"https:\/\/www.rangeme.com\/blog\/","name":"The RangeMe Blog","description":"The RangeMe blog. A blog for suppliers, retail buyers, and service providers to learn about CPG trends, retail best practices, and how to grow your business.","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.rangeme.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.rangeme.com\/blog\/#\/schema\/person\/eaa20c5c00c725c9c5154455a0e78621","name":"Lisa Goller","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/1c63488a33388f228eaa2e122667eb734c331c1379ddf5ab9a1e9e5d9d914057?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/1c63488a33388f228eaa2e122667eb734c331c1379ddf5ab9a1e9e5d9d914057?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/1c63488a33388f228eaa2e122667eb734c331c1379ddf5ab9a1e9e5d9d914057?s=96&d=mm&r=g","caption":"Lisa Goller"},"description":"Lisa Goller is a marketing and communications professional with over 20 years of experience serving retail, consumer goods, B2B and technology companies. She helps businesses tell their story through irresistible content marketing and strategic communications.","sameAs":["https:\/\/www.linkedin.com\/in\/lisagoller","https:\/\/x.com\/https:\/\/twitter.com\/strategicwords"],"url":"https:\/\/www.rangeme.com\/blog\/author\/lisag\/"}]}},"_links":{"self":[{"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/posts\/11177","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/comments?post=11177"}],"version-history":[{"count":1,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/posts\/11177\/revisions"}],"predecessor-version":[{"id":11179,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/posts\/11177\/revisions\/11179"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/media\/11178"}],"wp:attachment":[{"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/media?parent=11177"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/categories?post=11177"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/tags?post=11177"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}